From PLG to VLG: MarTech's Strategic Reframe

Brazil: The Next MarTech Frontier

In this episode of The Next Play by Ovvio, we continue the conversation from our previous discussion on Product-Led vs. Value-Led Growth (PLG vs. VLG). We now zoom in on Brazil versus the US as a great international expansion target — especially for MarTech founders coming from EMEA. The episode compares market size, competition, cost of entry, and regional strategy, positioning Brazil as a high-potential, less saturated launchpad for value-driven growth. But is it for you?

From PLG to VLG: MarTech's Strategic Reframe

Product-led growth (PLG) is powerful, but it’s not enough when expanding across borders or selling complex martech/adtech solutions. VLG – Value-Led Growth – is a call to prioritize the buyer’s actual challenge over the product's features. This is not just a marketing trend. It’s a philosophical and commercial shift.